New Google privacy changes will limit tracking across Android apps

Google recently announced the introduction of new privacy changes that share similarities to Apple’s ATT (App Tracking Transparency). Rolling out in the next two years, the new feature will give users greater control over their privacy.

Android users will have the choice of allowing or denying third-party tracking apps. Google’s new ‘Privacy Sandbox on Android’ approach seeks to correct some of Apple’s ATT changes that were heavily criticised:

  • If a user opts out, their advertising identifier will not be available. Developers and advertisers will only receive a string of zeros in place of the identifier.
  • Google has stopped SDK developers from integrating directly with app developers, which will make it more difficult for apps to introduce background tracking.
  • The inaccessibility of tracking will likely cost advertisers (and other ad platforms like Meta) billions.
  • Advertisers who use server tracking technology will be able to overcome some of the challenges, but it does not always collect the same level of data.
  • Identifying reliable customer matching will become even more difficult via ad networks, once again emphasizing the need to build first-party data.

Read the details on these upcoming changes